Archive for category PPC

Search, Maps, Hyperlocal – merging

This one’s a short summary

This one’s a longer, fuller explanation

We can see that Google is starting to drag reviews of local businesses in from non-traditional review sources. Hyperlocal sites and blogs are now supplementing review based sites’ (e.g. Qype) content and actual reviews.

This means:

  1. you don’t have to be flaming (or praising) a company in Google Maps for it to show up there (surely only time before live Twitter feeds show to? With sentiment scores?)
  2. off hand comments regarding dealers/retailers will get more directly effective publication right in the Places page

Local social is picking up. Hyperlocal is gaining a new audience. Search is the route in. As I said. Merging.


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Google Adwords – Even more local now

Announced yesterday, Google are rolling out the capability to add a company’s full address to the bottom of their PPC activity. Two things are required:

  1. an entry in the Local Business Centre (i.e. your business in Google Maps)
  2. a specified link between your Adwords account and the business’s listing (which is done in the Adwords control panel)

You can see an example

The new bit being an address line beneath the URL. This is an example taken back in December when Google was playing about with it, so it may appear differently when fully implemented and then differently again in the UK. Google will show this data when they can determine a link between the user and the location. Which means that local searching, local customers and local businesses will be more obvious than ever before.

The facility isn’t available to all accounts yet (Google trickles these thing to stop there being a rush) so more news when I’ve managed to have a go myself.

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Local searchers are getting picky.

As these recent figures from Hitwise in the US suggest, searchers are using more and more keywords in their searches to help determine their search results before they appear.

What does this mean for local marketers?
Well, it is increasingly important to ensure the correct keywords and locations are used in web content, landing pages, press releases. And also that you explore the long tail of your PPC search campaigns to ensure you are picking up on the smaller number of searchers that are closer to knowing what they want. The guys at the bottom of the Sales funnel, that are about to pick up the phone and talk to you.

What should I do about it?
Next time you brief copywriting, ensure you include the words that your target audience are using are included in the brief to be used in the copy. Want to know what people are searching on? Use this tool.

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